A recent study published in Archives of Disease in Childhood reveals a strong association between early exposure to formula marketing and lower rates of exclusive breastfeeding during the first six months of life. The research adds to growing global concern about how aggressive marketing of infant formula may undermine public health efforts to support breastfeeding.

What the Study Looked At

The study examined data from nearly 9,000 mother-infant pairs across eight countries. Researchers specifically looked at mothers' exposure to formula marketing - including advertisements, samples, and recommendations from healthcare professionals - and whether they practiced exclusive breastfeeding at 6 months postpartum.

Across the cohort, only 45% of mothers exclusively breastfed at 6 months. Among mothers who had received formula samples or promotional messaging, the likelihood of exclusive breastfeeding dropped significantly. And that's after adjusting for income, education, and maternal age.

The study also found that many mothers reported receiving infant formula recommendations directly from healthcare providers, highlighting a breakdown in policy enforcement and breastfeeding education.

Why This Matters for Moms

Exclusive breastfeeding for the first six months is widely endorsed by the World Health Organization, the CDC, and the American Academy of Pediatrics due to its numerous health benefits for both babies and mothers. Breast milk provides optimal nutrition and antibodies that protect infants from infections, while lowering long-term risks of obesity, diabetes, and asthma.

Despite these benefits, many moms struggle to breastfeed due to pain, supply issues, return to work, or lack of support. The added pressure, and often misleading claims, of formula marketing can create confusion or even erode confidence in breastfeeding altogether.

What You Can Do

• Be aware of how marketing tactics may influence your feeding decisions. Free samples, online ads, and even apps may subtly steer you toward formula when breastfeeding challenges arise.
• If you’re unsure about how to supplement or introduce formula, consult a certified lactation consultant or trusted pediatrician - not just online advice or hospital gift bags.
• If you choose formula, know that you are still a nurturing, loving, and informed mom. But make sure that decision is based on your needs - not corporate pressure.

The Bottom Line

Feeding decisions are deeply personal, and no two breastfeeding journeys are the same. But understanding how marketing tactics may affect your options can help you make the most informed choice for your family.

Read the research: Archives of Disease in Childhood, 2023

‍